Cycling World Magazine July 2017 - Page 22

22 | Cycling World
Brexit
and the E-Bike
By K B Jepsen, Max Bikes PR Ltd and Paul Stanforth,
The Electric Bike Corporation
Whether you are “in” or “out”, one thing is
certain, it is difficult to predict what is going
to happen in the cycling market.
C
urrency uctuations, legislation and the si e
and shape of the market are almost impossible
to speculate. However, it’s not all doom and
gloom. The e-bike market has been huge on the
continent for some time and this growth continues in the
UK despite voting out of the union.
n these economically uncertain times, e-bikes are
offering individuals both a leisure and transport solution.
-bikes are now more accessible, the technology is vastly
improved and the cost has come down if you look at the
longer pattern. Yes, pricing may rise, and has risen in the
short term due to the ‘out’ vote, but what the consumer
can now purchase in the UK market for their pound is
incredible. Currency has had an effect on retail prices
since the brexit vote we have seen currency uctuate
on the US dollar and the euro by as much as 20 percent.
However, as it stands at the time of writing, there has
been a slight recovery, with the US dollar showing a
deficit of
percent and the euro nine percent. This has
seen retail prices increase over the last year by between
10 percent and 20 percent.)
Take this, and add the fact that e-bikes are now cool,
no longer considered cheating and offer a hugely
improved ride experience for many, and it is clear to see
that the e-bike has established itself in the
. They are
green, efficient, fun, cost-effective and have improved
aesthetics. All of these factors are giving both the UK
cycling trade and consumers a reason to get involved.
Bikes such as the Pulse Leisure ZL2 have opened up the
market to both new and existing riders by offering the
e-bike experience and all its benefits at a price that is
affordable. This new generation of e-bikes ride much
better than their predecessors, with better reliability,
geometry and styling.
-bikes are now available in all aspects of the riding
scene from MTB to touring, commuting and folding bikes
(for those who have limited storage space). Growth in
the e-off road market has brought a younger rider to the
scene, a rider who loves the tech and the fact that you
can keep riding for longer, faster. With bikes such as the